130 cereal jobs safe as firm invests millions

A DEESIDE breakfast cereal firm will safeguard 130 jobs with a six-figure investment.

Dailycer, which manufacturs cereal bars from its base on Deeside Industrial Estate, are ploughing £4 million as it plans to grow its business in the UK and internationally.

The firm also secured £480,000 from the Welsh Government to drive its growth in the cereal bar market and was visited by Welsh Finance Minister Edwina Hart last week.

The company currently employs 136 workers producing own label breakfast cereals and cereal bars for large chain stores.

Bosses think the cereal bar market has the potential to grow in the future and this investment will secure the roles of the firm’s staff by ensuring it can expand its portfolio to better compete in the global market.

Operations and finance managing director Pete Robertson said: “Our new owners have identified in Deeside a plant that has excellent potential and, with some additional investment in order to provide the platform to grow, we have initially targeted the bars plant for the first stage of our technical development.

“With the assistance of the Welsh Government through the Welsh Economic Growth Fund we have been able to realise a £4m investment project.

“These are exciting times for the company and we’re delighted that Mrs Hart visited us here in Deeside.”

Mr Robertson added: “This project is aimed at initially safeguarding the future of the facility and the 136 jobs that are already here. But we anticipate that, with further growth, this number will increase in the near future.”

Sales and marketing managing director Bryan Tyrer added: “This new investment in bars will enable myself and the team to fully meet the needs of customers and consumers alike both in the UK and abroad.”

Alyn and Deeside AM Carl Sargeant welcomed the jobs news.

“It’s great that yet another Deeside-based company has shown the confidence and ambition to grow their business and I’m delighted a Welsh Government grant will help Dailycer achieve their plans for expansion.

“I wish them every success in their new investment and hope we will see more jobs created in the future as a result.”